Nancy Jeffries, Correspondent11.23.20
Several virtual events took place during the CEW 2020 Beauty Awards, including the roundtable discussion "Cultivating Digital Communities" on November 16th.
Glossier's senior vice president of marketing, Ali Weiss, and HUDA Beauty's vice president of integrated marketing, Michael McNeil, shared insight into the success of their companies.
Glossier and Huda Beauty were also CEW's Indie winners. Glossier FutureDew is the Indie Beauty Award winner. Huda Beauty Mercury Retrograde is this year’s Indie Makeup Beauty winner.
Moderator Andrea Nagel, vice president of content, CEW, began the roundtable discussion asking how each company directs its marketing strategy.
Weiss said the first iteration of Glossier was Into the Gloss, and it generated significant feedback from commenters on Instagram. The brand's face wash and skin primer were developed based on qualities consumers sought—giving way to additional products based on the communities' interests.
As Glossier grew, so did its product line,
Continue reading this story and get 24/7 access to Beauty Packaging for FREE
FREE SUBSCRIPTION
